Company brand name: big brands are courting consumers 。 Festivals have always been a carnival day for brands. Because of the hot spots of the festival, brand owners have another opportunity to communicate with users. The Year of the Pig 2019 has just arrived. On this special day, which means "farewell to the old and welcome the new", many brands seize this opportunity to win a "good start" in the New Year to see how these brands can take advantage of it!

Fashion brand

This year, many fashion and beauty brands launched the first round of the New Year by selling "limited edition of the Year of the Pig". In the brand circle, hunger marketing is not uncommon. First of all, the cosmetics design full of "pig" elements not only conforms to the theme of the Year of the Pig 2019, but also caters to the majority of women's inner desire to become an exquisite "pig girl" in the new year; Secondly, the way of limited time and limited quantity sales can skillfully use consumers' "scarcity psychology" to improve their perception of product value, thus promoting consumers to buy quickly.

1. Becca: Limited highlights in the Year of the Pig

The image of a pig is printed on the high gloss powder. What Becca wants to say is: take care of the high gloss and remind herself that she is a delicate "pig girl".

Taking advantage of the Year of the Pig, big brands are courting consumers!

2. Tory Burch: pork bun with flowers

By designing the bag in the shape of a pig and adding the element of broken flowers, Tang Libaiqi has a feeling of vowing to carry out the earth tide to the end.

Taking advantage of the Year of the Pig, big brands are courting consumers!

3. SK-II: limited edition fairy water

The pig tail on the body of the red bottle is simple and clear, which is also in line with the theme of the Year of the Pig.

Taking advantage of the Year of the Pig, big brands are courting consumers!

Brand Calendar

This year, many brands have released their 2019 calendars, such as the music social platform Netease Cloud Music, Wenqing platform Douban movies, and sports fitness community KEEP... For an online platform or community, the New Year element is skillfully borrowed to make the brand contact point concrete into a product, which can not only lower the brand attitude, It makes the communication between the brand and consumers more concrete and perceptible, and also brings more rich brand associations to users invisibly, strengthening consumers' brand memory.

1. Netease Cloud

The calendar of Netease Cloud Music is designed with retro vinyl records, aiming to bring users a different music experience every day.

Taking advantage of the Year of the Pig, big brands are courting consumers!

2. Douban Movie

Every day's calendar is a recommendation of a classic movie, and the calendar of Douban movie can be said to be a proper "movie fan benefit".

Taking advantage of the Year of the Pig, big brands are courting consumers!

3. The Forbidden City

After selling lipstick, the Palace Museum brings a classic style calendar! The left side is the collection of the Forbidden City, and the right side is the date. It reminds the public to pay attention to traditional culture in the form of a calendar. The Forbidden City is also intentional.

Taking advantage of the Year of the Pig, big brands are courting consumers!

　　4、KEEP

KEEP's calendar adopts an illustration design, which is fresh and natural.

Taking advantage of the Year of the Pig, big brands are courting consumers!

Luxury brand

Every Spring Festival is a golden week for the marketing of major brands. This year, in addition to several Internet companies that have dropped more than 2 billion yuan in the red envelope war, major luxury brands are also actively welcoming the Lunar New Year. After all, China has accounted for 32% of global luxury consumption.

　　1、LOUIS VUITTON

Louis Vuitton (LV) in Paris launched a series of accessories with the theme of pigs, including key chains, necklaces, bracelets, scarves and change jars. In the product name, Louis Vuitton directly uses English "PIG" to describe "pigs".

Taking advantage of the Year of the Pig, big brands are courting consumers!

　　2、Gucci

Gucci's inspiration came from the 1993 Disney classic animation "Three Little Pigs", which printed the three little pigs on sweaters, shoes, watches, bags and wallets, and also found two pigs to shoot advertising blockbusters for the Year of the Pig.

Taking advantage of the Year of the Pig, big brands are courting consumers!

　　3、Moschino

Also directly associated with the animated image is Moschino, who invited the famous cartoon characters of Warner Brothers, Porky Pig and Petunia Pig, and launched the limited goods of the Year of the Pig, such as jeans jackets, sweaters, T-shirts and backpacks.

Taking advantage of the Year of the Pig, big brands are courting consumers!

　　4、Vacheron Constantin

Of course, there is also the Swiss luxury watch brand Zodiac watch. The dial of Vacheron Constantin's Zodiac watch this year refers to the Chinese paper-cut art, is made from traditional Chinese flowers, and is made by hand relief.

As for the "pig" pattern in the center of the dial, which is three-dimensional and also hand carved, there are two versions of platinum and pink gold, and the price is about 900000 yuan.

Taking advantage of the Year of the Pig, big brands are courting consumers!

　　5、Chopard

Another famous Swiss watch, Chopard, whose dial is a golden pig walking in the forest, was painted by the Japanese master of lacquer painting, Sanjiao Koizumi. In order to reflect the three-dimensional sense of the pattern, raw lacquer needs to be painted layer by layer during the painting process. Each layer is extremely thin, which is very complicated and time-consuming, so only 88 pieces are issued in limited quantity.

Taking advantage of the Year of the Pig, big brands are courting consumers!

The theme of the zodiac has always been the "proposition composition" of major brands every year. 2019 coincides with the "Year of the Pig" in China. The pig has the image of simplicity, loveliness and wealth in the Chinese traditional zodiac culture. Many brands have taken advantage of the "golden pig" element to replace the product packaging and give it the cultural meaning of auspiciousness. This is undoubtedly the only way to please Chinese consumers.